Coframe Conversion Report

- **Observation:** The primary CTA, "Request a demo," is prominently placed and repeated, ensuring visibility but lacks variation to address users at different decision-making stages. This repetition might disengage users who are not yet ready to commit or need more exploratory options. - **Observation:** CTAs lack urgency or persuasive language, which limits their ability to prompt immediate action or create a sense of priority. - **Suggested improvements:** - Introduce alternative CTAs, such as "Explore compliance solutions" or "Learn how Vanta works," to engage users in earlier stages of the customer journey. - Add urgency to the primary CTA, for instance, "Request a demo today to streamline your compliance." - Include a secondary CTA offering a free trial or interactive demo, catering to users who prefer hands-on exploration. - **This will help improve conversion by:** - Engaging users at different stages of the buying process. - Encouraging faster decision-making with urgency triggers. - Increasing engagement through personalized options and exploratory pathways.

- **The headline effectively conveys purpose and addresses user pain points** but lacks measurable outcomes or specific benefits, reducing its potential impact. - **Suggested improvements:** - Revise to include measurable outcomes, e.g., "Automate 90% of compliance work, manage risk, and prove trust—continuously." - Test variations with user-centric language like, "Save time and prove trust effortlessly with continuous compliance automation." - **This will help improve conversion by:** - Making the benefits more tangible. - Increasing engagement by showcasing measurable value.

- **Observation:** The headline and description effectively communicate the platform's purpose but focus more on features (automation, manual work replacement) than on measurable user outcomes (e.g., time saved, cost reductions). - **Suggested improvements:** - Revise the headline to include clear, quantifiable benefits, e.g., "Automate Compliance, Cut Audit Prep Time by 50%, and Reduce Costs by 90%." - Update the description to emphasize user outcomes, e.g., "Save time and money with continuous automation that reduces 90% of compliance costs." - **Observation:** The "Trusted By" logos build credibility but lack context on how these brands benefit from using Vanta. - **Suggested improvements:** - Add short testimonials or snippets like, “Duolingo saved X hours on audit prep with Vanta.” - Include a link to detailed case studies for these brands to encourage deeper engagement. - **Observation:** Feature-heavy sections like "Continuous GRC" require users to infer benefits, reducing clarity and impact. - **Suggested improvements:** - Reframe these sections with explicit outcomes, such as, “Monitor risks in real-time to reduce compliance failures by X%.” - Add a comparison chart showing how Vanta outperforms manual processes or competitors in measurable terms. - **Observation:** The CTA "Request a demo" is clear but lacks urgency and a sense of exclusivity. - **Suggested improvements:** - Update the CTA to "Request Your Free Demo Today" and emphasize limited availability or immediate benefits. - **This will help improve conversion by:** - Creating a stronger emotional and practical connection with users by highlighting measurable benefits. - Building trust and credibility through testimonials and case studies. - Reducing friction in decision-making by making benefits explicit and tangible. - Driving urgency and action through an enhanced CTA.

- **Headline lacks user-centric value:** The headline, “Automate compliance, manage risk, and prove trust—continuously,” is clear but doesn't emphasize specific outcomes or benefits tailored to key personas, such as startups closing deals faster or enterprises scaling compliance efforts. - **Suggested improvements:** - Revise headline to include persona-specific benefits, e.g., “Streamline Compliance and Close Deals Faster with Continuous Automation.” - **Lack of persona-specific pain points:** The site assumes familiarity with compliance processes but does not explicitly address pain points or benefits for key personas like startups or IT managers. - **Suggested improvements:** - Add a section like “How We Help” to outline pain points and benefits for each persona: e.g., “For Startups: Get Audit-Ready in Days,” “For IT Teams: Automate Risk Management.” - Simplify introductory text to accommodate less experienced users, using plain language to explain the value of automation. - **This will help improve conversion by:** - Increasing clarity and resonance for diverse user groups. - Building trust and engagement by addressing specific challenges upfront.

- The website effectively uses trust signals, such as customer logos and quantified benefits, to address objections about value and effectiveness. However, it lacks dynamic elements like FAQs and ROI calculators to address specific customer concerns in-depth. - **Suggested improvements:** - Add a FAQ section addressing common implementation and compatibility questions (e.g., "How long does implementation take?" or "Can Vanta handle multiple frameworks?"). - Create an interactive ROI calculator to illustrate potential savings for different user profiles or frameworks. - **This will help improve conversion by:** - Reducing hesitation through transparent answers to specific objections. - Demonstrating measurable, user-specific value to build trust and drive engagement.

- The website effectively uses recognizable logos (e.g., Duolingo, Atlassian) and clear customer testimonials to establish trust but lacks engaging formats like video testimonials or interactive case studies. - There is no section showcasing awards or certifications, missing an opportunity to strengthen authority in the compliance and risk management space. **Suggested improvements:** - Add video testimonials or interactive case studies to bring customer success stories to life and deepen engagement. - Create a dedicated section highlighting awards, certifications, or industry recognitions to reinforce credibility. **This will help improve conversion by:** - Increasing user trust through more compelling and relatable social proof. - Demonstrating industry leadership and reliability, encouraging decision-makers to take action.